Research On Marketing Mix Strategy Of SPD Bank’s Mobile Banking

Through using the related theories of marketing and management, combining with theresearch of documents, this essay analyzes the construction of the mobile banking of SPDbank. With the comparison to the other banks, this essay discusses the problems remainingtoday and the improvement and development to the needs. SPD bank maintains the leadingposition in the technology area of mobile banking products within the trade but seemsslightly inadequate in the market size. There are few mobile payment scenarios and theconcepts of serving and marketing should be strengthened. With the help of SWOTanalytic methods, this essay clarifies the state that SPD bank maintains in the competitionof mobile banking and it also figures out the target market as well as the layout of mobilebanking that SPD bank should take in the countryside market with enormous potentialitythrough STP analytic methods. Based on the foregoing analysis, this essay generates therelated marketing strategies according to the marketing mix strategy. The main conclusionsof the essay are as follows.The constituted marketing strategies should be focused on at the same time ofboosting the number of users of mobile banking, making the mobile banking an entrance ofmobile marketing step by step. As it comes to the product strategy, different types ofproducts should be provided for different specific markets, especially for the countrysidemarketing, a special Farm Helping Version mobile banking. Both penetration pricing anddifferentiating pricing strategy should be implemented to prevent customer churnefficiently when it comes to the price strategy. With the help of the data mining analysis,strengthening the strategic cooperation relationship with China Mobile contributes toenlarging the number of mobile banking clients in the aspect of channel strategy.Publicizing on the new media in the Internet era should be emphasized while the linkagesof corporation and individual marketing should be well worked to promote the efficiencyof the inter-selling. Meanwhile, the assessment system of marketing should be set up andamplified, and simultaneously the construction of the marketing team and technical teamshould be reinforced to provide safeguard of the execution of the marketing strategies.All the suggestions on strategies mentioned above can be a reference of the mobilebanking development of SPD bank, at the same time the significance of developing mobilebanking service for other banks.